Education: Why blogs need SEO | January 28, 2012

Composed by Galina Vitkova

SEO (Search engine optimisation)

Is the process of improving the visibility of a website or a web page or a blog in search engines. SEO aims to maximise profitable traffic from search engines to websites. In general, the more frequently a site appears in the search results list, the more visitors it will receive from the search engine users. Thus, technical communication among the search engine users, including bloggers will improve. Experience has shown that search engine traffic can make a firm success. Targeted visitors to a website or a blog may provide publicity, revenue, and exposure like no other. Investing in SEO, whether through time or finances, can have an exceptional rate of return.

SEO evaluates how search engines work, what people search for, the actual search terms typed into search engines. Moreover, SEO considers which search engines are preferred by their targeted audience. Optimising a website for searching may involve editing its content to increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines (see Search engine essential information). Promoting a site to increase the number of backlinks, or inbound links, is another SEO task.

The success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search. Otherwise, false search results could turn users to find other search sources. Therefore search engines with more complex ranking algorithms (which strongly affects SEO), taking into account additional factors have been evolved.

Google and its PageRank

The breakthrough idea behind Google was to analyse the relationships between the websites and pages to determine the relevancy of those pages to specific search queries. The Google founders, graduate students at Stanford UniversityLarry Page and Sergey Brin, used this principle and developed a mathematical algorithm for a search engine to rate the prominence of web pages. The number calculated by the algorithm, has been named PageRank after Larry Page. PageRank estimates the likelihood that a given page will be reached by a user who randomly surfs the web and follows links from one page to another. In effect, this means that some links are stronger than others because a higher PageRank page is more likely to be reached by the random surfer.

Page and Brin founded Google using the developed algorithm for searching in 1998. Google attracted immediately the growing number of Internet users due to its simple design. In Google off-page factors (such as the PageRank and hyperlink analysis) as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) were considered. It enables Google to avoid the kind of manipulation seen in search engines that only deliberated on-page factors for their rankings

Against improper SEO

Since the time of appearing ranking tools webmasters developed a great amount of link building instruments to influence search engine results within SEO. Many sites focused on exchanging, buying, and selling links, often on a massive scale which is not connected much with the spirit of SEO.

By 2004, search engines incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. The leading search engines, Google, Bing, and Yahoo, do not disclose their ranking algorithms, too.

Image via Wikipedia

In 2007, Google announced a campaign against paid links that transfer PageRank. On June 15, 2009, it took special measures to mitigate the effects of PageRank sculpting. In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.

Google Instant, real-time-search, was introduced in late 2009 in an attempt to make search results more timely and relevant. Site administrators have spent months or even years optimising a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.

Increasing prominence

A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website or blog to provide more links to most important pages may improve its visibility. Writing content that includes frequently searched keyword phrases, so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to web page meta data, including the title tag and meta description, will tend to improve the relevancy of a site search listings, thus increasing traffic. Several other techniques can help towards the page link popularity score. In any case, creating a useful, information-rich site, with pages that clearly and accurately describe your content should be one of the main goals of SEO.

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